"And I haven't even mentioned AI yet. It's not an overstatement to say generative AI - and it's boost of older versions of AI such as machine learning - has spread across the media agency landscape faster than an Arabian scirocco, affecting planning, research, data crunching, creative, activation and evaluation. In fact it's the primary theme my colleagues, Digiday managing editor Sara Jerde and reporter Sam Bradley, will be addressing at this week's fall Media Buying Summit in Phoenix from Oct. 15-17."
"AI's deepening effect on media agencies across so many areas Having just attended Advertising Week last week, the buzzword easily mentioned the most across the vast landscape of content was AI. That's for good reason. Every agency is finding ways to use AI as a means to streamline work, free up staffers from rote tasks to think bigger and better, and to ideate at a level not seen before."
2025 saw intense consolidation among independent media agencies driven by Omnicom's acquisition of Interpublic Group and fierce client competition. Generative AI and machine learning have spread rapidly across planning, research, data analysis, creative, activation and evaluation. Agencies are using AI to streamline work, automate rote tasks, ideate more broadly and expand initiative scope, exemplified by Known's Skeptic platform evolving from data management to strategic advantage. AI adoption risks include erosion of entry-level roles and potential future shortages of mid-level talent. Industry events and summits increasingly center on AI's implications for media buying, strategy and agency operations.
Read at Digiday
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